Marketing for electricians (UK): where to advertise and what brings in work

TL;DR: For most UK sole-trader electricians, the best places to advertise first cost nothing: a correct Google Business Profile, the electrical competent person register (if you're in a scheme), landlords and letting agents, and your own past customers. Get those working, then test paid lead sites one at a time and track what each job cost you to win.

Most electricians don't have a marketing problem. They have a "nobody can find me or check me" problem. Fix that first. It's cheaper than any advert.

Write down the three jobs you want the phone to ring for. For example:

• EICRs for landlords
• Consumer unit changes
• EV charger installs

Every step below gets easier once you know this. Your Google profile, your van, your website and your reviews should all say the same three things. "All electrical work undertaken" tells a customer nothing.

When someone types "electrician near me", the map results come from Google Business Profiles. This is the one channel almost every local electrician should have.

Do it like this:

1. Use your real business name. Google says your name should match what's on your van, website and paperwork. Don't stuff "Electrician Leeds EICR" into the name. That breaks the rules and can get the profile suspended.
2. Set it up as a service-area business. You go to the customer, so Google says you should hide your home address and set the areas you cover instead. One profile for your business, not one per town.
3. Don't use a virtual office address. Google says a rented postal address you don't work from isn't eligible.
4. Pick your main category and add services. List the three jobs from Step 1 first.
5. Add real photos. Finished boards, tidy cable runs, your van. Not stock images.

Then build reviews. The easiest way: text the customer your review link the same day, while they're pleased the lights work. "Thanks for today. If you've got a minute, a quick review really helps a small business like mine." Leave it there. Don't chase twice.

If you're in a competent person scheme, GOV.UK points householders to the electrical competent person register to find scheme members.

The register lets people search by postcode, and check an electrician by company name. So:

• Make sure your listing shows the right trading name, phone number and areas.
• Put your scheme logo on your van, quotes and website. Customers recognise it.
• Only show logos and memberships you actually hold. Customers can check.

If you're not in a scheme yet, the Startup Guide below explains the scheme route and the Building Control route for notifiable work. Get that sorted before you advertise notifiable work like consumer unit changes.

This is repeat work, which beats one-off jobs. Landlords book electrical safety checks on rented homes, and those checks come round again. GOV.UK's electrical safety standards guidance for landlords sets out what landlords are asked to do. Read it so you can talk their language.

So every landlord you win can become a repeat customer.

How to start:

1. Make a list of local letting agents. Walk in or ring. Ask who handles maintenance.
2. Offer what they care about: quick turnaround, a clear report, a fair price for any remedial work.
3. Do the first job well. Send the paperwork on time.
4. Put a reminder in your diary for when that property is due again.

Our guide to building an EICR service line covers the landlord side in more detail.

Your best leads are people who already trust you. A short message once or twice a year works: "Spring reminder: if you're thinking about an EV charger or a new board, I've got space in May."

Before you send marketing texts or emails, read the ICO's guide to electronic mail marketing. It explains consent and the "soft opt-in" for existing customers. Then, in practice:

• Note when and how each customer gave you their details, and whether they ticked or said no to marketing.
• Put an easy opt-out in every message ("Reply STOP and I won't text again").
• Keep a "do not contact" list and stick to it.

You don't need anything fancy. One page can do the job if it has:

• what you do (your three jobs first)
• where you work (towns and postcodes)
• your scheme registration, if you have one
• that you're insured
• real photos and a few reviews
• a phone number that's answered, or called back the same day

Link your Google profile to it.

Old-fashioned, but it still works for a local trade:

• Van: name, phone number, website, scheme logo. Keep it clean. A dirty van says "messy work".
• Leaflets: drop them in the streets around a job you've just done. "I've just been working on your road" gets read.
• Local Facebook groups: answer questions helpfully. Don't spam adverts. People remember the electrician who gave a straight answer.

Lead sites and directories can fill gaps, especially when you're new. But they cost money, and some leads go to several trades at once.

Test them properly:

1. Try one site for a set period, say three months.
2. Log every lead, every quote and every job won.
3. Work out what it cost you per job won, not per lead.
4. Keep it if it pays. Drop it if it doesn't.

We haven't included prices for lead sites here because they change and depend on your area and trade category. Check the current price on each site before you sign up.

This is the step most people skip. When someone rings, ask: "How did you hear about us?" Write it down next to the enquiry.

After three months you'll know what's working. Most electricians find that reviews, referrals and repeat customers bring in better jobs than any advert.

The Electrician Startup Guide (£4.99) has sections on marketing your business and finding your first customers. It also covers the scheme and Building Control routes for notifiable work.

When the enquiries start coming in, the Electrician Business Documents — Premium (£19.99) gives you 17 business-record templates, including a quote and estimate form and client registration and property details. They're business records, not electrical certificates.

For most local electricians, start with a Google Business Profile and, if you're in a competent person scheme, your listing on the electrical competent person register. Both are free. Then add landlords and letting agents, and your past customers. Test paid lead sites after that, and track the cost per job won.

Set up your Google profile, ask every early customer for a review, and approach local letting agents about EICR and remedial work. Tell friends, family and past employers you're out on your own. Ask every caller how they found you so you know what's working.

Mostly the same, with two differences. Customers want proof you're registered and insured, so show your scheme membership if you hold one. And landlord EICR work can bring repeat business, because the checks come round again.

Read the ICO's guide to electronic mail marketing first. It explains consent and the "soft opt-in". Keep a record of how each customer gave you their details, put an opt-out in every message and keep a do-not-contact list.

Usually not. Google's guidelines say service-area businesses should hide their address and set the areas they serve instead. They also say a virtual office address isn't eligible.

All accessed 1 October 2026.

• Google Business Profile Help, "Guidelines for representing your business on Google" (name, service-area businesses, hiding addresses, virtual offices)
• GOV.UK, "Competent person scheme - current schemes and how schemes are authorised"
• Registered Competent Person Electrical (search by postcode; check an electrician by company name)
• GOV.UK / MHCLG, "Electrical safety standards in the private and social rented sectors: guidance"
• ICO, "Electronic mail marketing"

This article is general guidance, not legal advice. Check the current rules for your scheme and area before advertising regulated work.